Italian carrier Aeroitalia has lost a court battle, and will be forced to change its name and livery, for being too similar to that of Alitalia. The irony, of course, is that Alitalia has since been rebranded as ITA Airways.
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Aeroitalia loses court battle, forced to rebrand
For context, Aeroitalia is a relatively small Italian airline, operating a fleet of just over a dozen aircraft. The carrier’s fleet ranges from the ATR 72-600 to the Boeing 737-800. Below is what an Aeroitalia aircraft looks like, just to give you a sense of the branding.
In late 2023, Societa Italiana Brevetti, which protects the intellectual property of ITA Airways, contested Aeroitalia’s brand, stating it was too similar to that of Alitalia. However, in early 2024, a judge rejected the request, concluding that the brands don’t seem visually similar enough for it to cause confusion among consumers.
A court in Rome has now issued a different ruling, and it has serious implications for Aeroitalia. An Italian court has found the name and livery of Aeroitalia to be too similar to that of Alitalia, and claims that this has created public confusion.
By January 1, 2026, Aeroitalia must stop using the Aeroitalia name, plus the stylized “A” logo with three colors. Furthermore, within 15 days of the order, the airline needs to stop using the aeroitalia.com domain. In other words, the rebranding will largely have to happen in the coming days.
In response to this ruling, ITA Airways has issued the following statement:
“We are very satisfied with the order issued by the Court of Rome, which confirms the validity of our legal action and the arguments we have supported since the beginning of this matter. Our only objective has been and continues to be the protection of the Alitalia brand, an asset of absolute value in economic terms and attractiveness at a global level. We are focusing a lot on the relaunch of this precious brand, we started with the writing ‘inspired by Alitalia’ on three of our aircraft and we are studying the best possible solutions to enhance it to the maximum in the near future”.
Meanwhile Aeroitalia has issued the following statement:
“Following the decision that overturned the outcome of the first-degree precautionary judgment by accepting ITA’s request to force Aeroitalia to change its name, logo and brand, the company is carefully evaluating the possibility of an appeal to the Supreme Court. Although it considers the legal action to be unfounded and instrumental, Aeroitalia is looking ahead and reflecting on the possibility of transforming this situation into an opportunity: an international rebranding that reflects the evolution already underway and the vision of growth that the company has been pursuing for some time.”
Are the two airline brands really that similar?
Okay, I can kind of see how the branding between the two airlines is very similar, in terms of the stylized “A” on the tail, the colors, and the general names. At the same time, that largely just reflects Italy:
- Both airlines use a lot of green, red, and white in their branding, but that largely reflects that those are the colors of the Italian flag
- “Aero” simply means “air” and “Italia” is just the name of the country, so those aren’t exactly unique words
So I wouldn’t be surprised if Aeroitalia’s branding was in some way inspired by Alitalia. At the same time, I can’t imagine there’s actually much brand confusion caused by this.
The irony is that Alitalia has since been renamed ITA Airways, with completely different branding. So I can’t imagine there’s much confusion between ITA Airways and Aeroitalia. Then again, that doesn’t take away the rights of ITA Airways to that intellectual property.
I can’t help but chuckle a little about the comment describing Alitalia as “an asset of absolute value in economic terms and attractiveness at a global level.”
Bottom line
Aeroitalia is being forced to rebrand, as regulators claim that the name and branding are too similar to that of Alitalia. Aeroitalia will have to take down its website within days, and will have to fully rebrand by the beginning of 2026. I’m curious to see what branding the airline decides on…
What do you make of Aeroitalia being forced to rebrand?
Yes. It's a tefth of Alitalia and ati.
No this isn't the solution because air Italy is ATI.
Look. It's not there brand. TAM shouldn't be fringing upon the Italian market because they can't push forward.
Oh. I see. ITA of Brazil which has nothing to do, yet they are PUSHING in the Italian court.
Im not taking position either way, but for the reason what we need to remember is, that Alitalia lost its name as part of its bankruptcy case. I don’t know the exact timeline, but if Airitalia „toke over“ part of the image, this could be an unfair advantage towards ITA.
Well....the joke is: hell for a man is having everything organized by the italians :-D
Maybe they should simply change their brand to Air Italy.
Stupid management/owners decision by Aeroitalia to even imagine they could get away with it. Add court costs, lawyers fees, on top of a total rebranding of everything and they've flushed millions of Euros down the toilet. For nothing. Nothing. It's like the real Alitalia!! Which means this airline is not long for this world.
ITA wants to change everything about their branding to be completely distinct from Alitalia (save for a single small-font sentence), then gets offended when someone comes along who might get confused with Alitalia if they squint hard enough. "LOL" indeed.
But oh well, like Ben said: they still have the IP.
"Okay, I can kind of see how the branding between the two airlines is very similar..."
@Ben, "kind of"?!?!? They are incredibly close. As for ITA's change to blue, the point is that they "own" Alitalia's intellectual property (i.e.: branding, logos, trademarks, etc.) and have every right -- indeed obligation -- to protect it. Not everyone knows Alitalia is now ITA, and I can certainly see someone scratching their head and saying, "'Aeroitalia'? I thought...
"Okay, I can kind of see how the branding between the two airlines is very similar..."
@Ben, "kind of"?!?!? They are incredibly close. As for ITA's change to blue, the point is that they "own" Alitalia's intellectual property (i.e.: branding, logos, trademarks, etc.) and have every right -- indeed obligation -- to protect it. Not everyone knows Alitalia is now ITA, and I can certainly see someone scratching their head and saying, "'Aeroitalia'? I thought It was 'Alitalia.' Oh, well, let me book that flight to _________." and doing so on the Aeroitalia website (presuming they fly there) or being frustrated because suddenly "Aeroitalia" doesn't fly where the potential customer thought they did...
If the airline has to stop using aeroitalia.com, who will get the website address? If it is a re-direct, it's fine but if it goes to a blank page, that is harm done to the new airline.
I saw an Aeroitalia aircraft at Cagliari airport and was wondering why ITA still uses old Alitalia aircraft in the old livery… then I researched and realised it is a different airline, so yes it is confusing.
Well, are you aware that ITA does not fly to Cagliari? The only Italian airline that flies into Cagliari is Aeroitalia. I had to book a flight to Cagliari and could not find ITA flights. Had to call a friend in Italy and she told me about Aeroitalia and I booked it. It is pretty cheap.
You must be fun to hang around with.
The Alitalia global value? How to make gov keep bailing you out when you shuffle income privately!
The Alitalia global value? How to make gov keep bailing you out when you shuffle income privately!
Wow. To me, Aeroitalia has a distinct identity and has nothing similar to the old Alitalia. FWIW I flew Aeroitalia a few months ago from CTA to FCO on a 737. All was fine. Nothing screamed "Alitalia" to me - mostly because my Aeroitalia flight departed on time. :-)
The old school airline mnemonic game: Always Late in Taking-off, Always Late In Arriving
I don’t know much about aeroitalia but I hope Skyteam comes in and swoop them.
Would that be a 'benevolent & positive 'swoop' or vicious, move 'in for the kill', 'circle of life' phenomena ?
.... lol... Just asking for a friend!
describing Alitalia as “an asset of absolute value in economic terms and attractiveness at a global level.”
This is indeed the funniest bit
Ita Airways owns the brand Alitalia (as all Italians say, God forbid!). They actually painted the sentence “inspired by Alitalia” on some of their aircraft. As an Italian, I can say that the name Aeroitalia may sound confusing, as well the logo with the “A” . Nobody mentions the word “Alitalia” anymore. The public opinion is favourable to the court decision, nonetheless Aeroitalia has the right to appeal to higher court. It will last for...
Ita Airways owns the brand Alitalia (as all Italians say, God forbid!). They actually painted the sentence “inspired by Alitalia” on some of their aircraft. As an Italian, I can say that the name Aeroitalia may sound confusing, as well the logo with the “A” . Nobody mentions the word “Alitalia” anymore. The public opinion is favourable to the court decision, nonetheless Aeroitalia has the right to appeal to higher court. It will last for another 2/3 years (if not longer)
"Nobody mentions the word “Alitalia” anymore."
THAT isn't true at all, lol.
There is definitely brand confusion from the general public who do not follow this industry. I've had several friends ask me if I am familiar with this airline and if it's "the new Al Italia". I do think ITA is partly to blame in that they've seemed to do minimal marketing - at least here in the US. Maybe they're trying to distance themselves from the past?